Webinar: Retail Mobile Marketing

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  • 1. Waterfall Industry* Insights Kane Russell, VP of Marketing Waterfall * Retail Mobile Marketing
  • 2. Waterfall and the 3.0 Platform Waterfall ๏ Founded August 2005 ๏ Offices in SFO (HQ), NYC & Austin ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, MMS, QR Codes, IVR, Facebook & Twitter ๏ Stay updated @ www.waterfall.com ๏ Mobile personalized engagement ๏ Custom application development ๏ Short code provisioning, certification & audit management 3.0
  • 3. Reference Clients & Brand Campaigns
  • 4. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  • 5. Digital Channel Reach Source:  Mashable,  2012 98% SMS Opened FB News Feed Viewed 16% Tweets Viewed 29%12% Emails Opened
  • 6. Digital Marketing Growth in the U.S. 2011 2012 2013 2014 2015 2016 $8,237 $7,057 $5,697 $4,238 $2,777 $1,652 $4,995 $4,217 $3,453 $2,760 $2,119 $1,590 $2,468$2,262$2,066$1,875$1,694$1,510 Email  marke*ng Social  media  marke*ng Mobile  marke*ng $3,242 $4,896 $6,998 $9,150 $11,274 $13,232 32% 10% 26% 38% CAGR Source: Forrester, 2011 U.S. Mobile, Social & Email Market Value ($s in millions)
  • 7. Mobile Coupon Adoption Rate Source: eMarketer, 2012 2010 2011 2012 2013 35.6 28.7 19.8 13.3 96.8 92.5 88.2 83.6 CAGR 5% 39% Projected Users, USA (millions) Online  Coupons Mobile  Coupons
  • 8. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  • 9. Retail Mobile Marketing Strategy Which best describes your mobile strategy? Source: Forrester, 2011 Don’t have a strategy Early stage, developing a strategy Have a strategy Have a strategy, starting to refine Have a strategy, currently refining9% 29% 19% 9% 34%
  • 10. Retail Mobile Marketing Objectives What are your company’s objectives for mobile? Source: Forrester, 2011 Smartphone Tablets Drive sales to website Improve customer satisfaction Develop brand loyalty Be a ready source of info Improve customer acquisition Improve customer retention Drive traffic in other channels Keep up with competitors Learn from mobile Drive sign ups Location-based targeting Real-time marketing Drive 1:1 dialogues Reduce SG&A costs 6% 19% 26% 22% 35% 41% 48% 46% 56% 57% 61% 65% 65% 87% 6% 23% 28% 31% 37% 43% 49% 49% 54% 58% 62% 63% 63% 82%
  • 11. Retail Mobile Marketing Objectives How do you measure the success of your mobile strategy? Source: Forrester, 2011 Mobile site traffic Revenue via mobile Average order value Number of mobile app downloads Product searches via mobile Number of opted in mobile consumers Repeat visits/logins Mobile site/app satisfaction Number of alerts sent to mobile 8% 14% 20% 20% 20% 32% 54% 75% 80%
  • 12. Goal of Retail Mobile Marketing Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission. Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer. Channels Brand Channel Channel Channel Brand}}CONSUMER CONSUMER
  • 13. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  • 14. Lane Bryant Instant Win
  • 15. Takeaways: Takeaways ... Do • Use immediacy within mobile environment • Integrate with POS • Speak in the language of the consumer Don’t • Fail to preplan ongoing strategy Lane Bryant Instant Win
  • 16. Example: One off Engagement
  • 17. Forever 21 Mobile Club Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
  • 18. Forever 21 Mobile Club Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
  • 19. Example: Call to Action Proliferation
  • 20. Home Depot Scan For More Martha
  • 21. Home Depot Scan For More Martha Takeaways ... Do • Make user experience as seamless as possible: ‣ Incentive; integration; alternative path; mobile optimized Don’t • Focus only on immediate term customer value
  • 22. Sephora Scan. Watch. Learn.
  • 23. Sephora Scan. Watch. Learn. Do • Custom brand 2D codes when possible Takeaways ... Don’t • Fail to guide consumers through a brand story
  • 24. Source: eMarketer, 2012 QR Code Penetration US Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And Penetration 2011 2012 2013 2014 Adult 2D code users (millions) 21.20 26.37 32.49 38.57 % increase from previous year 146.9% 24.4% 23.2% 18.7% % adult smartphone user penetration 25% 25% 26% 27% % adult mobile user penetration 10.1% 12.4% 15.0% 17.6% % adult population penetration 8.9% 11.0% 13.4% 15.7%
  • 25. Source: eMarketer, 2012 QR Code Preferred Content Discounts/coupons/free items More information about products/service Access to exclusive content Purchase an item More information about an event More information about a brand/company 18% 22% 23% 25% 26% 43%
  • 26. Tic Tac Mints Mobile App Download
  • 27. Tic Tac Mints Mobile App Download Takeaways ... Do • Engage target audience strategically Don’t • Promote technology for technology’s sake
  • 28. Example: Valuable App Experience
  • 29. Neebo Mobile Coupons
  • 30. Neebo Mobile Coupons Takeaways ... Do • Keep the call to action clear and compelling Don’t • Forget to walk through semantics when designing a mobile engagement strategy
  • 31. Mobile Coupons Refresher • App • Messaging • Web Method Means • Static • Dynamic • Dynamic-verified Learn more @ the Waterfall webinar archive
  • 32. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  • 33. Source:  ePrize,  2012 Opportunities: Integrate Email and SMS For redemption, data collection and brand awareness: For coupons: Mobile wmmmtvyquuvs Email8x SMS muojomtmuyvs Email6x
  • 34. Source:  ePrize,  2012 Opportunities: Analyze and Optimize Sweet Spot For Lowest Unsubscribe Rates Peak shopping season 4x per week Non-peak shopping season 4x per month
  • 35. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  • 36. 1. Use cross-channel communication geared toward ongoing engagement to avoid the limitations of one-off marketing. 2. Analyze the incentives used in a campaign and make sure they are sufficient and compelling enough to drive user interaction. 3. Align mobile with overall branding efforts to develop a consistent voice throughout the brand’s marketing portfolio. Key Takeaways
  • 37. For more information visit www.waterfall.com Or contact us directly @ marketing@waterfall.com Further industry insight available on our blog @ waterfall.com/blog/ Any Questions?